Badan Gym Marketing

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Contents

Executive summary        3

MARKET RESEARCH        3

Situation analysis        5

The Demographic Environment:        5

The Economic Environment        6

The Sociocultural Environment:        6

SWOT Analysis        6

Market summary        7

Marketing objectives        7

Target market        8

Marketing Mix        8

Product/ Service        8

Price        8

Place        9

Promotions        9

Competition        10

Appendix A        12

Executive summary

BADAN Gym has been established in 2005 as an extension of BADAN Inc. services adding to its 15 years old students’ dorm a complete fitness facility. The gym consists of a swimming pool (14×8 m), 4 Jacuzzis, Sauna room, steam room and a 200 m2 hall of cardio and weights machines. In 2016, BADAN gym went out of business aiming to renovating the gym’s interior design and rebranding its image.

BADAN gym is designed to be a fully equipped gym for ladies who seek privacy, hygiene and professional health treatment. Having an attractive and easy accessible location; at Queen Rania Street in Amman among many students dorm and in front of the main gate of University of Jordan, BADAN was a destination for more than 500 customers a month in high seasons (March to August). The new interior design of the gym would allow the facility to welcome 35% more customer with 70 customers at a time as its optimal capacity.

BADAN’s vision is: ‘’Ladies’ solution for a fit and healthy life’’ and accordingly we wanted to provide BADAN’s board of management with a well-structured marketing plan to aid in achieving such vision and rise among existing gyms in the areas of: Tla’ Al-Ali, Khelda, Um AlSummaq, Sweileh, Dahiet Alrasheed and Jubeiha.

MARKET RESEARCH

In an attempt to understand the market we are operating at we decided to conduct a customer value analysis through a questionnaire that was answered by 100 individuals. 39 per cent were females while 61 per cent were males. The majority of our sample was ranging from 22 to 35 years old, while 30% was 36-41 years old. What made our results reliable is that 81% of our sample have subscribed in a gym before and 85% of those who have not been subscribed in a gym before are willing to take this step in the near future. This information opened the door widely for understanding the behavior and perception of customers when approaching a gym and choosing one to subscribe at.

The majority of females who answered our survey claimed that they attend a gym for weight loss purposes while 57% of males claimed that they go to a gym for body building and muscles gaining. Where on the other hand only few attend gyms in order to meet people and socialize.  

We also grab the opportunity and extracted the most important attributes a customer considers when seeking a fitness center to register at. Among ten different attributes, the audience were to choose attributes they consider to be important, and then they were asked to rate them from the least to the most important attribute. This approach gave us a blue print of our coming marketing plan in terms of the specifications to be tackled when approaching targeted customers and capturing a position in their subconscious. The attributes that were examined are:

1. Location of the facility.
2. The gym’s space and interior design.
3. Quality and efficiency of the machines and equipment of the gym.
4. Availability of aqua facilities; swimming pool, Jacuzzi, steam room and Sauna.
5. Prices of subscription programs.
6. Periodic follow up with trainers and private trainers availability.
7. The gym’s hygiene and cleanness of its facilities.
8. Preferable opening and closing hours of the gym.
9. Communication skills of the gym’s staff ; welcoming, friendliness and ease and smoothness of communication.
10. The availability of parking lots.

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Figure 1 most important attribute(s)

The figure above shows that the most important attribute(s) a customer considers when first approaching a gym. The majority consider the appropriateness of the gym’s location to be the most important aspect in choosing a gym. However, this doesn’t mean that there wouldn’t be any other important aspects or criteria upon which a gym is being evaluated from the customer’s perspective. These were found to be: subscription prices, hygiene and cleanness and staff communication skills. The four attributes build up more than 50% of the customer’s decision when choosing among different fitness centers.  

Aiming for a reliable assessment of customers value proposition we asked the audience to rate the same attributes from the least important to the most important attribute, using numbers. And the results were consistent with our initial findings.

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Figure 2 Ranking of Attributes

The ranking supported the 4 most important attribute regarding choosing a gym however a thoroughly analysis showed that the highest weight goes to hygiene and cleanness attribute and the lowest weight was given to parking lots availability.  

Beside identifying our customers’ value proposition, and being able to provide such value, we asked our audience to provide us with the most preferable channel of communication. The majority supported two main methods: Email address and text messages, while Facebook posts came next and telephone calls were the least preferable method of communication.

the frequency of  customer’s visits during the week were also under the spot light of our study because it reflects the average intensity of usage of the gym facilities per individual. The results showed that the majority attend the gym 3 times a week. This would give us insights about the maximum capacity BADAN gym would accept and at the same time provide a superior fitness experience to each attendee. Moreover, preferable closing and opening hours of the gym were also studied along with the most preferable time of the day during which a customer’s visit takes place. Since the majority visits the gym during evening times, it was indifferent for the audience to choose a preferable opening hour while on the other hand they preferred that the gym would close at 10 p.m. and beyond.